Southern California -- this just in

After 121 years, the Rose Parade changes its name, sells corporate sponsorship

September 27, 2010 | 7:03
am

After 121 years, the Tournament of Roses Parade is changing it name.

As part of a new sponsorship deal with Honda, the 2011 parade officially will be known as the 122nd Rose Parade, Presented by Honda.

Parade officials stressed that there will be no major changes in the parade itself and noted that Honda had a long associate with the event.

"Welcoming Honda as Presenting Sponsor of the 2011 Rose Parade is an organic evolution of our long-standing partnership," said Pasadena Tournament of Roses President Jeffrey L. Throop in a statement. "For five decades, we have worked side-by-side with Honda to develop the Rose Parade into what it is today, and we are proud Honda is such a significant member of the Tournament family."

Rose Parade officials also said to look for some changes in the marketing of the event to note Honda's sponsorship.

"In support of this new step in its partnership with Honda, the Tournament of Roses will launch a new trademark composite logo recognizing and incorporating the Honda brand logo," the parade organizers said in the statement.